Impact of Confectionery Advertisements on the Buying Behaviour of Rural Consumers in Madurai District

Abstract

Advertising plays an important role in creating product awareness, developing brand preference, and influencing consumer purchase decisions, particularly in the fast-moving consumer goods sector. The present study examines the impact of confectionery advertisements on the buying behaviour of rural consumers in Madurai District. The study focuses on major advertising dimensions such as advertisement exposure, advertisement appeal, message credibility, celebrity influence, and promotional attractiveness. A descriptive and analytical research design is proposed, with primary data to be collected from 250 rural consumers through a structured questionnaire. Percentage analysis, Chi-square test, ANOVA, and multiple regression analysis are proposed for analysing the data. The study aims to understand rural consumers' confectionery purchasing patterns, assess their perceptions towards confectionery advertisements, and determine the influence of advertising factors on buying behaviour. The study is expected to provide useful insights to confectionery manufacturers and marketers for designing simple, attractive, credible, and rural-oriented advertising strategies capable of improving consumer awareness, brand preference, and purchase decisions.